Anyone familiar with Spokane's annual Lilac Bloomsday Run knows how big it is. One of the challenges when it comes to promoting the race is to find a way to emphasize both the immensity of it all, and also to connect with each individual participant in some way.

Normally we think of a massive crowd being made of individuals, but I turned that equation on its head in this concept: The massive crowd became one individual runner.

I had a lot of fun working to hide the runner in the crowd. Some are obvious, while others are hard to find. We eventually came to refer to these posters as the Bloomsday "Hidden Runner" series.